Using a user persona template to gain actionable customer insights
User personas (also known as buyer personas or customer personas) are used to help businesses identify their ideal or target customer. This allows you to better understand your audience, and personalize your marketing content towards them.
Although a user persona is a fictional character, it should be based on actual research and insights you have gathered from your existing customer base. Turning these stats into archetypes help you understand and empathize with your customers better than pure demographic factors could. This will in turn allow you to craft targeted content that speaks to the needs and desires of your customer.
To help you organize the information in an easy, visual layout we’ve created a collaborative and editable user persona template you can share with your team today. Scroll to the last section of this post if you want to dive into the template!
Lets now look at the steps to creating a user persona!
Having the right data is the crucial first step towards creating a great customer persona.
There are a number of ways to collect data about your target group:
- Interviews with potential or existing customers
- Surveys & questionnaires
- Facebook Audience Insights
- Statistics such as reports, website traffic or Google analytics
- Feedback & insight from your customer success or sales team
- Email database information
- Focus groups
The better the data is, the more accurate the persona will be. If you base your personas on guesswork, the persona will not be accurate, which can lead to wrong decisions.
When to use a user persona
The most useful times to use user personas are during the discovery and analysis phase. When launching a new project, it is essential to always keep your intended customers in the back of your mind. This will help you create a targeted product that they actually want!
The more in-depth the research is, the more it will reveal about the psychological and behavioral habits of your customer base.
Discover visual collaboration
From there, you can arrange each group into a different persona. Then all the results can be shared with the marketing, sales or design team, to take into account for their strategy and planning.
Personas can help to evaluate if the activities and strategies that are in place are correct or if a course correction is needed.
How to develop a persona using a user persona template
It’s likely that you will have some varied customer segments, so you will probably need to create more than one buyer persona. We’ve created a handy template for you to use to complete your user personas. Simply open it up and it’ll walk you through persona development step-by-step. It’s collaborative so you can work with your team in real time and sync your work across devices.
Click on the image below to access the free user persona template now. It’s completely editable!
- Demographics: Name, profession, income level, age, family status, language and location
- Photo: Use a stock photo or sketch to put a face to a name
- Character traits: Adjust the sliding scale for traits such as analytical versus creative, or chaotic versus well-organized.
- Interests: Hobbies, sports, travels
- Behaviors: Hobbies, media habits, schedules, tech usage
- Needs: What are their day-to-day needs, focuses
- Expectations: What are their expectations from your service or product
- Goals: Short term and long terms goals in life
- Fears: Personal fears they hold such as money worries, or health problems
- Important trends: Fashion, lifestyle or food trends
- Preferred channels: Which social media sites and news channels do they use
- Brands: Brands the customer likes, uses, or connects with
- Any additional information
If you have any relevant quotes from interviews or surveys that relate to these customer personas, it can help to include them here.
These personas are detailed descriptions of one segment of your customer base. Of course not every single customer in this group will match every characteristic of your persona, so don’t focus too much on any minor irregularities. The key is that by creating this segmented group it allows you to think about them in a human way rather than as a collection of data points.
This will help you create targeted products, services and marketing messages that consider the buyer’s point of view, not the company’s.
Check out the complete range of free templates you can use to gain further customer insights such as the Customer Empathy Map, Customer Journey Map and crafting Problem Statements.